Course syllabus E15-0092-I - Marketing Communication (FEM - WS 2019/2020)

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University: Slovak University of Agriculture in Nitra
Faculty: Faculty of Economics and Management
Course unit code: E15-0092-I
Course unit title: Marketing Communication
Planned types, learning activities and teaching methods:
lecture2 hours weekly / 26 hours per semester of study (on-site method)
seminar2 hours weekly / 26 hours per semester of study (on-site method)

Credits: 6
Semester: Agrarian Trade and Marketing - master (required), 3. semester
Agrarian Trade and Marketing - master (required), 3. semester
Agrarian Trade and Marketing - master (required), 3. semester
Machinery Trading and Business - master (required), 3. semester
Rural Development and Development of Rural Tourism - master (elective), 3. semester
Level of study: 2.
Prerequisites for registration: none
Assesment methods :
During the course there will be a written test evaluated by 15 points, project presentation by 25 points and a final written exam by 60 points. To obtain evaluation A student must obtain at least 93 points, for evaluation B at least 86 points, for evaluation C at least 79 points, for evaluation D at least 72 points and for evaluation E at least 64 points.
Learning outcomes of the course unit:
The student understands integrated marketing communication, obtains information about the communication tools - advertising, public relations, personal selling, sales promotion and direct marketing, about the communication at the point of sale, exhibitions and fairs, understands the issue of branding, the inter - B2B and B2C communication, international communication, will be able to solve problems related to the use of the Internet in marketing communication, to apply the acquired knowledge of the subject Marketing Communication, calculate the costs of marketing communication and set a budget on the different communication tools.
Course contents:
The content of the subject is to provide a comprehensive view of integrated marketing communication from a theoretical and practical point of view, the creation of the brand, developing a marketing plan with an emphasis on individual marketing communication tools (advertising, personal selling, sales promotion, direct marketing, public relations), new trends in marketing communication and setting up an budget in marketing communication. Students gain new insights into the current state of marketing communication through numerous examples, case studies and research results.
Recommended or required reading:
Basic:
NAGYOVÁ, Ľ. -- HORSKÁ, E. -- KUBICOVÁ, Ľ. -- TURČÍNKOVÁ, J. -- VAŇOVÁ, A. -- NEOMÁNIOVÁ, K. -- KOŠIČIAROVÁ, I. -- KÁDEKOVÁ, Z. -- SOUČEK, M. -- BERČÍK, J. -- HOLIENČINOVÁ, M. -- RYBANSKÁ, J. Marketingová komunikácia. 1st ed. Nitra : Slovenská poľnohospodárska univerzita, 2014. 392 p. ISBN 978-80-552-1270-8.
NAGYOVÁ, Ľ. -- KLEINOVÁ, K. -- HORSKÁ, E. -- KÁDEKOVÁ, Z. "Čokoláda Zotter": "...čokoláda je niečo geniálne, čokoláda je zážitok" : (prípadová štúdia na podporu výučby z predmetu marketingová komunikácia). 1st ed. Nitra : Slovenská poľnohospodárska univerzita, 2010. 66 p. ISBN 978-80-552-0475-8.

Recommended:
McQuail, D. 2007. Úvod do teorie masové komunikace. 4 vydanie. Praha: Portál, 2009. 640 s. 640. ISBN 978-80-7367-574-5
Barker, N., Michael Valos, M., Shimp, T. A. 2012. Integrated Marketing Communications. Cengage Learning, 2012. 424 p. ISBN 9780170191548.
Egan, J. 2014. Marketing Communications. SAGE. 2014. 440 p. ISBN 978-14-739-0863-5.
Frey, P. 2011. Marketingová komunikace. Management Press. 2011. 224 s. ISBN 978-80-7261-237-6.
Kapferer, J.-J.-N. 2008. The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. Kogan Page Publishers, 2008. 560 p. ISBN 9780749450854.
Karlíček, M. 2016. Marketingová komunikace. Jak komunikovat na našem trhu. 2. aktual. a dopl. vyd. Grada. 2016. 224 s. ISBN 978-80-2475-769-8.
Vysekalová J. – Mikeš, J. 2010. Reklama. Jak dělat reklamu. 3. aktual. a dopl. vyd. Praha: grada. 2010. 208 s. ISBN 978-80-247-3492-7.
Vysekalová, J., Mikeš, J. 2009. Image a firemní identita . Praha: Grada Publishing, a.s. 2009. 192 s. ISBN 9788024727905
Yeshin, T. 2006. Advertising. Advertising. 2006. 465. p. ISBN 9781844801602
Yeshin, T. 2012. Integrated Marketing Communications. Routledge. 2012. 320 p. ISBN 978-11-363-9506-2.

Language of instruction: Slovak
Notes:
Evaluation of course unit:
Assessed students in total: 389

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46,0 %20,6 %18,0 %9,5 %5,9 %0 %
Name of lecturer(s): Ing. Zdenka Kádeková, PhD. (examiner, instructor)
prof. Ing. Ľudmila Nagyová, PhD. (lecturer, person responsible for course, tutor)
Ing. Katarína Neomániová, PhD. (examiner, instructor)
Last modification: 22. 10. 2018
Supervisor: prof. Ing. Ľudmila Nagyová, PhD. and programme supervisor


Last modification made by Iveta Kunová on 10/22/2018.

Type of output: